ICA Maxi Hälla in Västerås is one of Sweden's three largest ICA Maxi stores. Here, the retailer can clearly see how coupons drive sales and meet growing customer interest in price-conscious offers.
"We can clearly see that coupons trigger sales and that customers like them," says Viktoria Holmgren, retailer at ICA Maxi Hälla. In addition to coupons at the shelf edge, the store set up a coupon wall in the middle of the store where all current coupons are gathered.
"We're close to a residential area that has no local convenience store," says Viktoria, which makes the coupon offers especially relevant for customers in the neighbourhood.
"We've worked with coupons for years, and we don't pick and choose – we say yes to practically everything," says Viktoria. "Coupons have a clear effect on sales."
Between January and May 2023, coupon redemption increased by 11% compared with the same period the previous year. "It's clear that more customers are interested in coupons and want to redeem them," says Viktoria Holmgren. "Customers are simply more price-conscious, and that makes coupons an important part of the picture."
In addition to coupons at the shelf edge, a dedicated coupon wall gathers all current offers in one place.
By not filtering coupon offers, customers get a broad and varied selection to choose from.
In times of inflation, coupons become an increasingly important part of customers' purchasing decisions.
